In this episode, we dive into the world of content marketing with Ronnie Higgins, a seasoned content strategist who specializes in building in-house media engines for SaaS companies. With experience at Eventbrite and Hopin, Ronnie shares his unique perspective on transforming traditional content marketing teams into media companies that drive engagement and brand loyalty.
Throughout our conversation, Ronnie emphasizes the importance of treating content as a product rather than just a marketing activity. He explains his three core principles for successful content creation: content is a product, content is an experience, and content is an ecosystem. We explore how these principles can help B2B marketers create more effective content strategies that connect with their audience.
Ronnie also shares his insights on the critical concept of the "day one list" - the pre-existing shortlist of solutions that B2B buyers already have in mind before they even begin their formal buying journey. He explains why getting on this list is crucial, as research shows buyers choose from this list 80% of the time.
We discuss the relationship between mindshare and attention, with Ronnie breaking down the four stages of attention: peak, merit, reward, and convert. He challenges the notion that mindshare and attention are separate concepts, arguing that mindshare is simply sustained attention over time.
Whether you're a content marketer, strategist, or SaaS leader looking to build a more effective content engine, this episode offers valuable insights on creating content that resonates with your audience and drives business results.
Enjoy!